This article belongs to the "Construction Machinery Technology and Management" contribution to China Construction Machinery Brand Network. If you need to reprint, please indicate the source and author. Offenders must be investigated ! Yangzhou, known as the "Hometown of Sheet Metal", gathers many sheet metal manufacturing companies here. The local sheet metal human resources are also quite rich. Yangzhou Yangzi Sheet Metal Manufacturing Co., Ltd. is located on this land. Established, developed, and expanded. From a workshop-style enterprise in 1998 to the leading manufacturer of construction machinery cabs, Yangzi Sheet Metal Manufacturing Co., Ltd. has at least doubled its annual sales. In 2010, sales reached nearly 500 million yuan. 500 million yuan may be a small amount for OEMs, but it is not a small scale for companies that make sheet metal parts. At present, domestic brand excavators have basically cooperated with Yangzi Sheet Metal, and many foreign-owned brand OEMs have also purchased Yangzi Sheet Metal products. Among them, more than half of the excavators produced by Sany Heavy Machinery are equipped with Yangtze sheet metal cabs, which shows its position in the field of cabs. Why can they obtain such a high degree of market recognition? The reporter recently interviewed Ge Jinhong, chairman of Yangzhou Yangzi Sheet Metal Manufacturing Co., Ltd., hoping to explore the reasons for this.
Ge Jinhong, Chairman of Yangzhou Yangzi Sheet Metal Manufacturing Co., Ltd.
From village-run enterprises all the way to witness the rise of domestic construction machinery
Yangzi Sheet Metal Manufacturing Co., Ltd. (hereinafter referred to as “Yangzi Sheet Metal”) was established in 1998. Its predecessor was a village-run enterprise and started as a Jiefang car“ The "Yuejin" driver's cab, and then the driver's cab of a minibus for ASIM Bus's Yangzi Touring Depot. Since 2000, they have aimed at the construction machinery industry and invested a part of their energy in converting production to produce cabs for construction machinery.
At that time, the domestic construction machinery market was basically dominated by foreign brands except for loaders. The domestic construction machinery market share was relatively small, and there were fewer domestic companies that could support the production of cabs. There are few, domestic brands looking forward to reducing costs have become a good opportunity for Yangzi Sheet Metal to enter the market. Based on the market survey, Yangzi Sheet Metal started from the driver's cab of the loader, and also used part of it for excavators and tractors. Due to the lack of visibility and experience in manufacturing engineering machinery cabs, OEMs are more skeptical and wait-and-see towards them. However, after a period of communication and unremitting efforts, with the help of previous technical experience accumulated in the field of passenger cars, their products have quickly been recognized by the market. Later, with the continuous development and growth of China's construction machinery market, China's local construction machinery companies continued to progress, and the trend of domestic substitution of imports became more and more obvious. In this process, Yangzi Sheet Metal continued to adjust its business strategy, and its production and sales reached new highs. During the period, due to the overcapacity of the loader market and the start of the "price war", the loader cab manufacturers had to reduce prices with the OEMs, and the market competition became more chaotic. Therefore, Yangzi Sheet Metal gradually withdrew from loading in the later period. The driver’s cab market has turned its attention to the driver’s cabs of products such as excavators, mining trucks, crawler cranes, etc., which have relatively high added value.
Yangtze Sheet Metal has entered the construction machinery industry for more than ten years. It has been a period of rapid development in China’s construction machinery industry. During this period, many products such as loaders, construction cranes, concrete machinery, etc. Domestically produced excavators have fully realized the substitution of imported products. In 2010, domestically produced excavators also accounted for about 30% of the entire excavator market, and this year's market share is close to 40%. Through their unremitting efforts and with the help of previous technical experience accumulated in the field of passenger cars, their products have achieved a high degree of market recognition. They have successively won Sany, Xu Di, Shandong Zhongyou (Mountain Reconstruction Machine), Luoyang Yituo, etc. The company provided supporting facilities, and later cooperated with many well-known companies such as World, Lonking, Sunward Intelligent (002097, shares), and JCB. At present, Yangzi Sheet Metal has become a professional manufacturer capable of producing engineering machinery cabs, sheet parts, excavator counterweights, aircraft tractors, mining trucks, port machinery and other special cabs, as well as a professional manufacturer with experience in sheet metal mold development and body manufacturing. .
Decrypt the reason for rapid development: good products are the way to survive
Yangtze Sheet Metal’s sales have at least doubled every year. The growth rate is amazing. According to General Manager Ge, it will definitely exceed 500 million this year. It is possible to reach sales of close to 600 million. Why can Yangzi Sheet Metal's products be recognized by customers? Mr. Ge gave the following answers.
First of all, always pay attention to product quality. While the sales volume is increasing, the production process and production equipment are gradually improved, and the process structure is optimized to enhance the quality. Yangzi Sheet Metal took the lead in the industry to pass the ISO9001:2000 quality management system certification and strictly implement it, and implement information management and 6S management. When talking about Yangzi Sheet Metal's emphasis on product quality, Mr. Ge said very firmly: "Product quality is the foundation of the company's survival, and good things are not wanted by anyone." "This sentence impressed the reporter deeply, so I took it as the title of this article.
Secondly, accurate positioning. The product positioning of Yangzi Sheet Metal can be viewed from three aspects: First, the positioning of product R&D and design. The product positioning of Yangzi Sheet Metal is aimed at internationally advanced cabs, absorbing their advantages and optimizing them according to their own conditions. Related products are produced in accordance with the requirements of the OEM without infringement; the second is the positioning in the manufacturing process. Yangzi Sheet Metal manufactures engineering machinery cabs based on the requirements of sedan, which greatly improves the strength and appearance of the cab. Kungfu, so their new products will soon be favored by OEMs after they are put on the market; third, the price positioning, their products are moderately priced, only less than half of the foreign brands.
Fourth, Yangzhou is the “hometown of sheet metal”, with talent advantages. Yangzi Sheet Metal's management team and technical team are very familiar with construction machinery cabs. For the construction machinery industry where there is currently no specific cab standard, Yangzi Sheet Metal's experience in the field of passenger cars gives it obvious advantages. In addition, bold employment is a major feature of Yangtze Sheet Metal. The selection and promotion of talents are based on ability, regardless of age or education. There are many backbones in the Yangtze sheet metal design team who are "post-80s" young people.
Fifth, continue to improve the product. Whether it is feedback from customers and after-sales service, or through participating in various exhibitions or activities to learn about new products, use various channels to obtain new product information, explore the development trend of the cab, and then use our professional R&D team to analyze these trends , And finally convey the idea they think is feasible to the OEM. "Only by actively leading the development of the industry can we always be in the leading position". So Mr. Ge said. So far, nearly 20 patents have been applied for the cab produced by Yangzi Sheet Metal.
Engineering machinery cab: nothing is good, only better
When Yangzi Sheet Metal first entered the construction machinery industry, there was a huge gap between domestic cabs and foreign products in terms of performance and appearance. At that time, there were basically some small manual workshops in China. , There is no large-scale production through molds. Due to the high degree of mechanization of foreign products, their products are leading in terms of appearance and performance. However, after several years of hard work, this gap is gradually narrowing, and a number of good construction machinery cab manufacturers have emerged in China. Yangzi Sheet Metal is a representative of domestic cab manufacturers. Now the production automation of our domestically produced cab is also very high, and the product quality is constantly improving. And because of our price advantage, our products are more cost-effective. Such competitiveness has led many foreign-brand OEMs to choose domestically-made cabs.
When talking about the future development trend of the construction machinery cab industry, Mr. Ge said: "There is no good, only better!" Must continuously improve and innovate in the process of use. "General Manager Ge said that the future trend is mainly in performance, appearance and safety: the requirements for performance are getting higher and higher, and domestic products must basically reach the level of imported brands; the appearance must be more concise and practical, and full of personality; safety will be More and more attention has been paid. For example, the structural parts used to be mainly thin-plate parts, but now they are all made of special-shaped steel pipes, which can better protect the human body.
As a major cab supplier in the construction machinery industry, Yangzi Sheet Metal’s plan is to gradually expand its production capacity reserves. "During the period, it can maintain a 20% annual growth and reach sales of 1.2 to 1.5 billion by 2015. At present, Yangzi Sheet Metal has more than 1,200 employees, and when the production capacity is high, it can reach 150 units per day, and the annual production capacity can reach 40,000. Taiwan and above. They now have three factories and recently merged with a state-owned enterprise that produces fertilizers. The next step is to try to revitalize their assets as soon as possible, especially for the construction of new plants to expand production capacity. Expand production capacity when the industry adjusts. The keen insight and self-confidence of Yangtze Sheet Metal are evident.